WHo is alex (in wonderland)?

Raised in the South Island of New Zealand in the backcountry of the Southern Lakes. Alex grew up frolicking through the fields surrounded by nature, never without a pet lamb or chicken by her side.

Her love for food started in their family kitchen baking cakes (mostly so she could eat them) with her Mum and Sister. At the age of eight she cooked her first ever three course dinner party.

The joy of sharing food and nourishing the body is one of the drives behind AiW. And Alex cooks just like that - with whole, organic ingredients packed with as many nutrients and delicious flavours as possible.

With her focus to create a regenerative food system, Alex sources all fresh produce in season and their dry store is almost plastic free. By choosing reuasble glass jars, a bakfiets as a mode of transport and all the green waste becoming compost - each step of the process has integrity and a thought for the future.

The kitchen which is run by women and we’re actively creating a safe(r) space for all minorities and the LGBTQ+ community.

Making changes to this flawed industry is a challenge but one which Alexandra is dedicated to.

Plant-based, delicious, nutritious food made with integrity - the time is now and the movement is happening, farm to table catering has arrived!

Mission, Values & Goals

Mission

To revolutionize the food industry by building a regenerative, plant-based catering company that sources ethically, operates sustainably, and provides inclusive pricing for nutritious, organic products. We are committed to reducing our environmental footprint and fostering inclusivity, thus setting a new standard for the food industry.

Values 

Our food is delicious and nutritious. Grains you can see, fresh bold flavours, no preservatives, no refined ingredients, never any animals - this is food which makes you feel good.

We use only the best organic ingredients and source our fresh produce from within The Netherlands. This lowers our footprint from agriculture and transportation and improves the nutritional value.

We aim to have no plastic in our processes - we are coming closer but this is a huge challenge to overcome in the food industry.

We are inclusive and strive to hold a safe(r) space for all people, with minorities and the LGBTQ+ community in mind. 

We aim to have a regenerative process which is about creating systems that don't just maintain themselves but improve and rejuvenate over time.

We aim to have inclusive pricing - plant-based, specialised, organic and local food comes with a price tag, we are working towards having an affordable product so that everyone can eat well and contribute to a sustainable future.

Goals

  • We aim to be plastic free in packaging by 2026.

  • We aim to be fully circular within the Netherlands by 2026.

  • We aim to double the range of our product range by 2026 - by adding cleaning and household products, dry store and collaborating with other brands.

  • Establish comprehensive diversity, equity, and inclusion (DEI) policies and practices by 2025.

  • Increase our customer base by 25% within the next two years, focusing on reaching more diverse demographics by adapting our prices as we grow to have an inclusive pricing structure.